The future of brand & agency relationships

Matt Weiss, Global President of Huge, shares his insights on AI and the future of brand and agency relationships. The landscape of brand and agency relationships is changing dramatically due to the emergence of AI technology. It's clear that agencies who hesitate to embrace new technologies will fall behind, while those who can use technology to create work for clients more quickly, effectively, and impactfully will be at the forefront of the industry's evolution. Today, Matt discusses the future of brand and agency relationships.
About the speaker

Matt Weiss

Huge Inc.

 - Huge Inc.

Matt Weiss is Global President at Huge

Show Notes

  • 01:28
    The future of technology and its impact on UX interfaces
    Innovations like the Apple Vision Pro mark a significant advancement in UX interfaces, promising to revolutionize how we interact with the world.
  • 03:57
    The future of AI integration
    As AI becomes more integrated into products, it will lead to the separation of the UX layer from the costly product layer. This separation will enable immersive learning experiences and enhanced virtual environments, revolutionizing industries like retail and real estate.
  • 06:20
    AI's impact on the future of agencies
    Agencies that fail to adapt to the rapidly evolving landscape will likely disappear, as technology accelerates changes in the industry. Additionally, while human touch remains essential, many tasks currently performed by humans will become automated for efficiency.
  • 08:41
    Marketing agency trends and challenges
    Large holding companies are thriving by offering end-to-end solutions to clients, while smaller independent agencies face challenges, especially those in the middle ground. Being a specialist is advantageous in today's market, although trends may change over time.
  • 10:20
    In housing vs. outsourcing marketing
    While in-housing trends are prevalent, outsourcing to service providers will likely remain common due to the value proposition and the broader perspective they offer. Clients may opt to handle certain tasks internally but still rely on external agencies for insights unavailable within.
  • 11:25
    Accountability and results in client agency relationships
    In today's landscape, both clients and agencies face challenges, but accountability and delivering results bridge the gap between them. Agencies will need to leverage technology to help clients innovate faster, focusing on measurable outcomes.

Quotes

  • "As AI products become more pervasive, a familiar pattern emerges: the separation of the UX layer from the costly product layer, enabling separation from physical environments." - Matt Weiss

  • "Technology without humanity is nothing. I don't think we'll ever be without people, but the nature of what we do will change. The speed will increase and your ability to understand something much quicker will happen." - Matt Weiss

  • "Bigger holding companies are doing well, stringing together end-to-end solutions for clients. Whereas, independent and midsized is a tough place to be. Today, you must be a specialist." - Matt Weiss

  • "Its challenging on both the agency and client side. But, the bridge between the two is accountability and results." - Matt Weiss

About the speaker

Matt Weiss

Huge Inc.

 - Huge Inc.

Matt Weiss is Global President at Huge

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